Estamos preocupados com a Geração Z (os nascidos entre meados dos anos 90 e início de 2010) que não estamos a prestar atenção a um facto: os “mais velhos” da próxima geração, a Alfa – que vai de 2010 até o momento em que estamos – they are already teenagers.
These children, daughters of Millennial parents, in some cases, of Generation Z, they grew up in a fully connected device environment, redes sociais e plataformas de streaming, where information circulates at a completely different pace from that of their Millennial parents.
The almost constant presence of screens and virtual assistants has made your contact with the digital almost organic, moulding not only the way they learn, but also the way they perceive the world and interact with brands. Under this perspective, Generation Alpha anticipates behaviours that, in the coming years, should become the standard of consumption and interaction, influencing decisively the Customer Experience (CX) strategies
The notion of experience, for this group, exceeds the traditional expectation of good service or a functional product. They have been exposed from an early age to personalization and convenience in virtually all areas of their lives: from on-demand entertainment, where they choose what they want to watch at any time, to smart devices that learn preferences and habits within the home.
This early contact with digital tools creates a relationship of trust and, at the same time, of requirement: it is not enough for a company to offer an efficient customer service channel; it is necessary to be agile, connected and genuinely concerned with understanding and anticipating needs. For the brands, the message is clear: those who do not create integrated channels and experiences, rápidas y que reflejen valores como inclusión y sostenibilidad corren el riesgo de perder relevancia en un futuro cada vez más cercano
The power of the first 100% digital generation
Although many executives have already mapped the importance of digital natives in business transformation, Generation Alpha takes this concept to another level.
If Generation Z had to learn and adapt to technologies that emerged while they were growing up, the Alpha children, in turn, they arrived in the world with tablets, smartphones and voice assistants already established. This generation did not experience the transition; she is directly in the digital reality, without language or customs barriers. Everything seems natural, desde interagir com dispositivos sem teclados até absorver conteúdos em plataformas gamificadas que mesclam educação e entretenimento
For CX leaders, it implies rethinking what "connection" with the customer means. Models based on linear processes, with predefined contact points, tend to become obsolete. Generation Alpha demands a fluid and ubiquitous approach, hoping that brands will be able to respond in any context, on any channel, without loss of continuity.
An eight-year-old child, for example, You won't understand why a music app isn't integrated with the family smart speaker or why there's a mismatch of information between the e-commerce and the physical store. This level of demand accompanies the child at each stage of their maturation. When she becomes a young consumer seeking products and services, will have little patience with brands that do not offer a seamless journey or voice-based interaction options, augmented reality and other features that, for her, will already be standard
There is also a relevant factor related to immediacy. Generation Alpha is used to having everything quickly, from deliveries to software updates, and rarely waits days for a problem to be resolved. This faster consumption pattern affects the entire business ecosystem, encouraging changes in the logistics structure, in customer service and in exchange and return policies, for example. It is not just a matter of convenience; it is a paradigm shift in the way consumer relationships are expected to occur. This first fully digital generation wants and will demand more intuitive technologies, processes without friction and marks that communicate clearly
A new perception of value
When we analyze how Generation Alpha perceives the value of a product or service, we perceive a strong emphasis on emotional factors and connected to a global impact perspective. The concern for sustainability, the ethics and social responsibility of companies is not a distant accessory for these children, but the most important part of what they learn at school and on the internet.
They see digital influencers talking about environmental causes, they observe initiatives by major brands that promote awareness campaigns and create a sense that all of this is part of a larger package when choosing who to engage with. They are, in essence, small consumers who, in the future, they will carry this mindset into the job market and more complex purchasing decisions
For CX leaders, the message is clear: customer experience should not be reduced to optimizing steps and interfaces. It is necessary to incorporate values that reflect care for people and the planet. Generation Alpha probably will not forgive greenwashing actions or superficial campaigns that lack real substance. This transparency, ally to authenticity, will be essential for building lasting relationships. They may not even express this formally while they are children, but the fact is that they grow attentive to the movements of the brands, absorbing which companies act genuinely and which only pretend to care
Construing experiences for a different tomorrow
In a few decades, Generation Alpha will be the dominant group of consumers and market influencers. It is in this horizon that current leaderships need to aim. What we now consider the "future" will quickly become the reality for these new decision-makers, be like end users, seja como gestores dentro das próprias empresas. This perspective reinforces the need for consistent preparation, what it involves, overcoat, the adoption of new technologies and the creation of flexible service ecosystems
In parallel, os executivos de CX precisam lembrar que esta geração nasceu num contexto de transformações climáticas e eventos globais disruptivos, como a pandemia de COVID-19. These children grow up with the notion that the world is unstable and that crises can happen at any time. This perception of vulnerability makes them value resilient brands, capable of adapting, to act with social responsibility and to create safe and trustworthy environments. It is not just about delivering a good product, but to convey a sense of security and consistency with the promoted values
Finally, it is important to recognise that, although still small, The Alphas influence their families' consumption habits and, soon, about the labour market. They are surrounded by opportunities to express themselves and already learn to negotiate from an early age. They are used to questioning and expressing opinions about what is fair, ético o sustentável, e levam isso para as escolhas de consumo. The keyword for those planning the future of CX is readiness: readiness to evolve platforms, readiness to embrace new interaction formats and readiness to align with principles beyond immediate profit.
Generation Alpha arrives armed with broader expectations, deeper and with a critical sense that challenges the status quo. Whoever listens to this will have the chance to shape a long-term relationship, while those who remain stagnant risk becoming obsolete in the face of a new perception of the world
